Your Brain on Ads

Take a therapist who trained her daughter to watch media, including ads, with critical attention. Now imagine this daughter, Maya Cueva–already a journalist while still a teenager–not only applying that understanding to her buying decisions, but taking her curiosity to the lab and the radio studio. She interviewed researchers tracking brainwaves for advertisers. They can not only measure which ads make an impression with our attention, emotions, and memory, but which parts are most effective–thus qualifying for the five or ten-second version.

(Are you old enough to remember the sixty-second commercial? I’d call those the Hallmark years–masterpieces of short-short filmmaking. But I digress, as usual.)